The Real Brokerage unveiled a new generation of its artificial intelligence (AI) platform Tuesday — introducing tools designed to help agents automate routine tasks, generate marketing content, nurture leads and manage transactions.
The announcements at Real’s annual RISE conference in Las Vegas included Leo Pro, an expanded version of the company’s AI technology; and Referral Central, a new feature within its reZEN operating system that helps agents find colleagues for client referrals.
Pritesh Damani — Real’s chief technology officer — presented Leo Pro as connecting various parts of an agent’s business, from prospecting and listing presentations to transaction management and business growth.
“I’ve never run a real estate business, but I have run businesses before,” he told RISE attendees. “I’ll tell you, these are the four blocks of businesses; unlock new business so you find new customers, win a deal, you convince the customers to work with you, close the deal and then grow your business. LeoPro helps you do all these things.”
Leo Pro operates across transactions, customer relationship management (CRM) systems, listings and marketing within reZEN. Rather than requiring agents to select AI models, assemble tools or write prompts, the platform determines which capabilities a task requires and coordinates the work.
Damani said the objective is to help agents make better use of their databases without overwhelming contacts with unwanted messages.
Agents can use the system to create property video tours from listing photos, produce social media content, develop print marketing materials and prepare listing presentations.
It can also populate listing information in reZEN and assist with transaction paperwork, including extracting contract dates, creating timelines and coordinating signatures.
Agents remain responsible for approving important actions and leaders emphasized that automation will not eliminate broker oversight or compliance procedures.
“The tools that you use and the tools that we use sometimes might be the same, but the underlying licenses are different,” said Damani. “We negotiate licenses that protect your data, and I literally could not have even thought about launching any of this stuff without our chief legal officer [Alexandra Lumpkin], who has supported any crazy idea that I came up with or [CEO Tamir Poleg] came up with.”
Leo Pro also can connect with agents’ existing CRMs, using contact information and other property-related data to identify potential buyers and sellers, re-engage inactive leads and prioritize follow-up opportunities.
Referral Central brings referrals into reZEN
Referral Central, the other major product announcement, brings agent-to-agent referrals into reZEN — consolidating a process that often requires agents to find colleagues and coordinate agreements separately.
The feature allows agents to identify a Real colleague whose production history and service areas match a client’s needs, then send a referral agreement in a few clicks.
Agents can list their areas of expertise to help colleagues find appropriate matches, while referrals can be tracked and confirmed in one central location.
“If I was a Realtor right now, I would be focused on building relationships and managing people and their emotions, which is what software can’t do,” Damani said. “AI can’t do this kind of stuff. “If I was a Realtor right now, I would be using every possible tool I have to make myself visible.
“Visibility is the new currency. I really believe it, and I would say spend as much time as you can to do that. Wake up in the morning and tell Leo Pro to post a video for you.”
Specialized AI agents, custom tools
Real introduced several additional Leo Pro capabilities at RISE — including a library of specialized AI agents for marketing, listings, transactions and business operations.
More than three dozen AI agents are available at launch, according to the company.
The agents can handle specific assignments, such as creating avatar-based videos, preparing social media assets, developing print collateral and assembling listing marketing packages.
Leo Pro also can generate comparative market analyses and listing presentations to help agents prepare for appointments.
“Now, the whole point of Leo Pro or any AI is to take all the grunt work out because I don’t think you guys join real estate to do paperwork,” Damani told attendees. “There’s something like 42 or 45 AI employees that we are launching today. By the end of next year, I think we will have maybe 500. I’m not joking.”
Leo Pro AI Builder gives agents and teams a no-code way to create and customize their own AI agents. Users can describe the task they want to automate and tailor the resulting tool to their business processes without needing software development skills.
Leo Pro Voice adds conversational controls, allowing agents to talk through tasks and provide approvals without typing. Meanwhile, Leo Pro AiRM connects CRMs to the platform — combining contact records with property and ownership information to support lead nurturing and surface potential moving opportunities.
The company also introduced Leo Tokens, which allow agents to pay for the AI work they need, and expanding HeyLeo.com, which the company first announced in 2025.
The website and HeyLeo app provide agents with a personalized AI home-search concierge they can offer clients. New features include Leo Line — giving consumers a dedicated number to text their agent and SMS notifications for new leads and conversations.
Real said Leo Pro can also communicate with clients while agents focus on other parts of their businesses — with agents able to monitor conversations and take over when needed.
For agents, the practical test will be how effectively the new capabilities fit existing workflows, help convert prospects into clients and free up time for the relationships that drive repeat and referral business.
